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The fast-developing convergence of the Internet and TV known as over-the-top TV (OTT-TV) is revolutionizing the broadcasting industry and has the potential to transform the market for every player—both established and those that are just emerging in this exciting and dynamic environment.
In this second Point of View in the “Bringing TV to Life “ series, we focus on outlining the new competitive environment that is forming around OTT-TV. We examine some possible scenarios that may emerge as a result of the competitive trends we see in the market. And to complete the picture, we draw on dedicated OTT-TV research to understand how consumer behavior is exerting a powerful influence, reformulating traditional thinking and industry approaches to shape a new and very different world of TV, full of opportunities and challenges.
Accenture’s analysis will help readers:
This report highlights several capabilities required by all competitors, including:
In assessing the competitive marketplace for OTT-TV, Accenture believes that, instead of today’s “all against all” battlefield, the situation will come to resemble a chessboard, where alliances, partnerships and commercial collaborations among disparate players will become keys to success.
Speed to market and agility are must-have qualities in this space, but so is the ability to assess and understand the complementary capabilities of other companies, including competitors, rewarding them accordingly to ensure a larger slice of the overall pie.
April 25, 2011
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